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Consumption among Brazilian Women and the Role of Persuasion: An Analysis of Hedonic/Utilitarian Values in a Materialistic Scenario

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  • Wagner Junior Ladeira
  • Rafael Mendes Lubeck
  • Clecio Falcao Araujo

Abstract

Persuasion can be understood as an active effort to change attitudes. Within this context, this paper analyzes the influence of persuasion in the hedonic and utilitarian values within a materialist view of consumption. To this end, an survey was conducted with Brazilian mothers and daughters who frequented shopping centers. The initial results showed that the relationship between materialistic consumption and hedonic/utilitarian attributes may be mediated by persuasion. Soon after, the moderating hypothesis showed that, depending on the generation (mother or daughter) and which personalities exert greater persuasion, the trajectories referred to in the theoretical basis may be differ in direction or value.

Suggested Citation

  • Wagner Junior Ladeira & Rafael Mendes Lubeck & Clecio Falcao Araujo, 2013. "Consumption among Brazilian Women and the Role of Persuasion: An Analysis of Hedonic/Utilitarian Values in a Materialistic Scenario," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 4(2), pages 26-33, May.
    • Handle: RePEc:jfr:jms111:v:4:y:2013:i:2:p:26-33
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    References listed on IDEAS

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    5. Novemsky, Nathan & Ratner, Rebecca K, 2003. "The Time Course and Impact of Consumers' Erroneous Beliefs about Hedonic Contrast Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 507-516, March.
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    Cited by:

    1. David Ralston & Carolyn Egri & Charlotte Karam & Irina Naoumova & Narasimhan Srinivasan & Tania Casado & Yongjuan Li & Ruth Alas, 2015. "The triple-bottom-line of corporate responsibility: Assessing the attitudes of present and future business professionals across the BRICs," Asia Pacific Journal of Management, Springer, vol. 32(1), pages 145-179, March.

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